Winter team sports are dominating social media seasonality

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Shunt’s latest research into the social seasonality of sport was a shock. While we knew community sport leaned more into the winter months we didn’t realize just how much.

Clubs peak social activity March to September

“Community clubs post on average 230K times every month from March to September compared to 160K times from October to February….. A gap of 70K posts per month.”

2023 Facebook Sample; 18,800 community clubs nationally representing 75 sports (including local sports facility providers).

We see social media (Facebook) as a comms utility essential for the delivery of sport. This is reflected in where the bulk of activity lands – April to September.

Engagement steadily builds to September peak

“Community clubs monthly engagement averages 5.7M from March to September compared to 3.5K from October to February….. A gap of 2.2M per month.”

2023 Facebook Sample; 18,800 community clubs nationally representing 75 sports (including local sports facility providers). Engagement; Reactions (Like, Love, Wow, Haha, Sad, Angry), comments and shares.

Turning to audience engagement it also tracks a classic winter team sport trajectory. Build-up to a season launch in March/April, a levelling-off, then dip around school holidays in June/July before a run to the finals in September.

What’s next is a winter/summer transition month in October where engagement crashes before limping into year-end to start the seasonal cycle over again.

This got us thinking, with climate change making summer months a little more unbearable (and dangerous) each year where do summer sports go if they need to push into the “shoulder” winter months or go all in and make a complete switch?

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